(414) 293-3261
Milwaukee, WI
Marketer in Milwaukee. I plan and run campaigns, events and partnerships, and I do a lot of the writing and design along the way.
Fluent in English and Spanish.
Case Study · Conditioned Air Design · 2019
HVAC Website Redesign
Modernizing a commercial HVAC contractor’s website around what made them different.
Client / Brand
Role
Year
Pieces
01
Problem
The Website Didn’t Show What Set Them Apart.
Conditioned Air Design does the kind of commercial HVAC work most people never see: service, design, installation and sheet metal fabrication for buildings across Southeastern Wisconsin. On the job site, their work spoke for itself. Online, it didn’t. The website was dated and hard to get around, and nothing on it told a general contractor why they should call Conditioned Air instead of any other heating and cooling company.
I was there as an intern, so there was one more catch: whatever I built had to be something the team could keep up on their own after I left.
Main goal: modernize the website and show how they’re different from other heating and cooling companies.
02
Insight
They Had Something Almost No One Else Did.
In my competitor research, they were about the only company in the area with their own commercial duct fabrication shop. That was the thing to lead with.
They also wanted people to know they could handle big jobs, and the best way to show that was the work itself.
03
Idea
Lead With the Fab Shop and the Big Jobs.
Rebuild the site around two things: their in-house duct fabrication, and a Past Projects page showing the large-scale commercial work they’d done. Then make the next step easy, with clear “Call Now” and “Contact Us” buttons and an online order page for standard ducts and fittings.
04
Execution
How It Came Together.
Website redesign: simpler navigation, clear calls to action on every page and a layout the team could update on their own. The site was still live and in use in 2022.
Past Projects page: a showcase of their large-scale commercial jobs.
Online order page: for standard ducts and fittings, so routine orders didn’t need a phone call or email.
Copy: I wrote the website content, brochures and articles, including the “Quality Work at Every Degree” homepage.
Print and direct mail: brochures, presentation folders and an Every Door Direct Mail piece, plus the mailing list for it.
Google Ads: I ran a Google Ads campaign that brought the site its highest traffic to date.
